Titlebook: Brand Choice and Loyalty; Evidence from Swiss Beat Meier Book 2020 Springer Fachmedien Wiesbaden GmbH, part of Springer Nature 2020 Brand

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https://doi.org/10.1007/978-3-031-36088-6Several different aspects of brand choice and influences on brand loyalty are shown in this thesis. First and foremost, brand choice is dependent on the brand owned before. This holds in the case of loyalty (i.e. purchasing the same brand as before) as well as in the case of switching to any other brand.

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Introduction,Obviously, choices were limited when buying a car 110 years ago. Henry Ford’s famous quote stands at the beginning of a new age, where individual mobility became affordable in the United States through the introduction of mass production. Cars have since become more advanced, more affordable, more complicated, and more capable.

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https://doi.org/10.1007/978-3-658-28014-7Brand Choice; Loyalty; Evidence from Swiss Car Registration Microdata; Choice modeling; Markov chains; Em